Startup 'Yellow' Aims to Change India's Relationship with Death Planning

 

In India, discussions about death are often avoided—until a sudden loss forces families into chaos. With over ₹2 lakh crore in unclaimed financial assets lying in banks and institutions, largely belonging to the middle class, it's clear that estate planning is neglected.

Enter Yellow, a Bengaluru-based startup founded in 2021 by Niranjan Vemulkar and Nikhil Varghese. Born from the lessons of the Covid crisis, Yellow is on a mission to make estate planning simple, accessible, and affordable for the Indian middle class.

Unlike the wealthy, who often have legal advisors, middle-class families are left scrambling during emergencies. Yellow changes that with a digital platform—accessible via app and web—that allows users to create and update legally valid Wills from home, starting at ₹1,499.

Backed by the Government of India’s SAGE Fund and part of Google for Startups Accelerator 2024, Yellow offers clarity on an often misunderstood topic. It educates users that nominees are not legal heirs—only a Will legally defines asset distribution and guardianship.

With over 90% of Indians dying intestate, Yellow aims to replace confusion with preparation, making sure families aren't left navigating emotional and financial turmoil after a loved one’s passing.